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Newsletter of the Tourism Industry Association of Newfoundland and Labrador


Spring 2013

Efforts in the first phase of the Newfoundland and Labrador Tourism Board Partnership have produced results towards Vision 2020. The year started off with the announcement that the tourism industry has reached the milestone of generating a billion dollars annually. Above, Stan Cook Jr., Darlene Thomas, Bruce Sparkes, Jill Curran and Dion Finlay are just some of the faces and voices of leadership that have contributed greatly to the billion dollar milestone. Tireless volunteers, advocates, promoters, and entrepreneurs in the tourism industry, they are dominant forces that are committed to growing the tourism industry to reach its Uncommon Potential.

The Power of Choice Written March 17, 2013

They say that the life you lead today is the sum total of all the choices you have made in your past. The funny thing about choices is that you often do not fully appreciate their impact until much time has passed. After a time, whether it is weeks, months, years, or decades later, it is often easier to see the impact of your choices. As Hospitality Newfoundland and Labrador Carol-Ann Gilliard celebrates its 30th anniverCEO, Hospitality Newfoundland sary this year, I can’t help and Labrador but spend some time thinking about the power of choices along HNL’s path. The tourism industry’s path. And what it means for the future. “Coming together is a beginning. Keeping together is progress. Working together is success.” - Henry Ford

Spring 2013

The choice to come together in the first place in 1983 was an important choice. In coming together to form an association, tourism leaders recognized something in each other that bind them to the same cause and potential benefits. They understood that pooling resources and focusing on specific common goals also helped everyone move further towards their own individual goals. They entered into a partnership together and agreed to the rules of working on the same team. This step was a critical one and set the stage for how the tourism industry has moved forward. Just coming together though is not enough to predict success in a partnership. As partnerships form, agreeing on the rules, roles and priorities, as the environment evolves, is challenging so the next critical choice is whether or not to keep together as partners. This often comes down to a fight or flight response during moments of major milestone setbacks. Sometimes the work required to keep everyone together and focused on the same original goals appears insurmountable…but the choice to keep together during times of conflicts can make a partnership even more powerful than the choice to come together in the first place. In HNL’s case, the choice to keep together has happened for 30 years. The tourism industry association has continued to grow as a dynamic and professional membership association and a highly productive leader in a diverse partnership network. Our tourism network is made up of organizations that recognize the benefits collectively and individually of working together on our common goals. We are a diverse crew in the tourism industry – but we seem to understand the power of keeping together. The choice to keep together is still not enough to predict success in a long-term partnership like HNL…unless it comes with a choice to learn how to continuously make the partnership work and consciously do the work that it requires. Like any good team, leaders in, and connected to, the tourism industry have made efforts to better understand each other’s needs and expectations in order to clearly leverage the partnership to produce


results for all of us…but we should always try to keep learning. We are all getting better at understanding our strengths and how to best use them but we could benefit from focusing on consistent communications and decision-making. We are all recognizing our own and each other’s limits. The choice to really work together, to truly work as a partnership, is often the hardest choice to make because it sometimes requires great compromise and digging into the reserves of your patience and discipline. This choice can only be made when you have decided that the rewards are truly worth the risk and effort and you have established the foundation of trust. The choice to truly work as partners is more powerful than any other choice. Partners, in their own individual ways, contribute in equal ways to the work and rewards. When each partner brings their 100 percent to the team, the whole team becomes so much stronger. They make the choice to learn from each other and grow together, along the way, seeing their own needs and expectations met. Partners lift themselves and each other up. Conflicts arise as they do in any healthy environment but when faced with tough choices, partners remember the long-term rewards of working together. When we look back on the past 30 years of HNL, we can see that there have been exciting accomplishments borne out of complicated choices that have helped propel tourism forward here in our province. Tourism has become a productive industry that can be a healthy, viable and sustainable part of the economic engine that pulls Newfoundland and Labrador into the future. In order for that to happen, all partners playing a role in the tourism industry’s development need to perform their roles and make the commitment to bring their 100 percent to efforts that require collaboration. I imagine one of the reasons why most people spend extra time celebrating the major milestone moments in their lives is because those moments end up being the breadcrumbs along their path to look back on as they reach another fork in the road. They are the clearest highlights we remember! It is the sum total of your experiences, knowledge, values, needs and lessons that you have learned along the way that contribute to helping you make your next choices. Whether they are the right or wrong ones will not truly be understood until you look back, sometimes not until you look way back. I hope sometime, a long time from now, we will be able to look back on the milestone of turning 30 as the first year we reached a billion dollars of tourism spending, with many more better years that followed! I hope in the years between now and then we will continue to be able to recognize when the risk and effort is worth the reward so that we can make choices that support a “coming together, keeping together and working together” philosophy. I hope we will say that we give 100 percent to the mission, that the needs and expectations of all partners are being met and that all partners are celebrated equally for the role they play. If so, all tourism partners will be sharing in the rewards for a very long time. That’s a vision worth earning. And what a sum total it would be. Happy 30th, HNL. Many more!

A Billion Reasons to Invest in Tourism Written March 15, 2013

and strong will. The global tourism environment is changing; there is more competition for talent, there is more competition for travellers, and there are more competing interests on our natural tourism assets and financial resources. The second component is product: our environment and culture, the very fabric of who we are and that which we have and continue to showcase to the world. Natural wonders and breathtaking scenery, combined with charismatic people known for an uncommon kindness, attract more than half a million non-resident visitors yearly to our province! Our physical landscape is integral to this equation, and as such, anchor attractions must be protected while we continue to develop our tourism industry; it is an essential component to a balanced approach between development and protection. Another component is the Tourism Assurance Plan (TAP). Launched at HNL’s conference, TAP will help provide assurance to travellers about the quality of tourism services and attractions being promoted in Newfoundland and Labrador. By establishing common minimum standards that must be met in order for tourism services and attractions to participate in provincial marketing and development initiatives and qualify for membership in HNL, experiences that are true to our distinctive natural and cultural character will help ensure our future sustainability as a tourism destination. Sustainable management is the right path forward and is the only path forward towards Vision 2020. After all, it is only a very rare and special place that can create a feeling of homesickness for a place not yet visited... something so sacred must be protected. Profits are, appropriately, the third component mentioned and it is clear to me why this is so. Profit is the result of what we do but not the only reason why we do it. The investment of ourselves and our passion translates into much more than black ink on the bottom line. As a business owner I can attest that there is nothing wrong with making money and profit - it is, of course, an essential component to any business - but for us in the tourism industry, it is not the only reason for our investment. Just like our travellers crave an emotional connection to a place or experience, those of us helping to create those connections and memories must receive something more than a credit card number from the experience; otherwise, I don’t think we could meet the needs of our travellers. I believe it is our passion and respect for our industry that allows us to create those experiences. I believe there are a billion reasons to invest in tourism. And I believe the greatest reason must come from within. The greatest investment as a leader must be yourself.

Spring 2013

Without a doubt, a highlight of HNL’s very successful 30th Annual Conference was for me, and for many, the moment when Minister Terry French officially announced that the tourism industry in Newfoundland and Labrador generated a billion dollars in spending in 2012! Once my initial elation subsided, I must admit I had a moment of can we maintain an achievement like that? Fortunately, my Darlene Thomas moment of panic was just Chair, Hospitality Newfoundland that, a moment. As I looked and Labrador around the room at tourism leadership faces, it became clear to me how exactly we would do it. Lee Iacocca said, “In the end, all business operations can be reduced to three words; people, product and profits. Unless you’ve got a good team, you can’t do much with the other two”. Well, fortunately for us, the tourism industry is made up of exceptional people and incredible products. The profits, and potential profits, have already been proven. After all, we have generated a billion dollars in spending! But how do two of this tourism trinity, the people and products, continue to do their share of the heavy lifting to ensure we live up to our reputation? To our potential? The first component is people and references more than business owners, it involves Tourism leaders. According to Phil Symchych and his blog, there is a significant difference between the two. Ownership is about positional power whereas leadership is about respect, enthusiasm and courage. The leaders of our industry are many: the owners, the operators, the employees, the partners; all the stakeholders who have the courage to do what is necessary to reach our Vision. Keynote speaker Jim Knight shared with delegates an undeniable truth: leadership matters. Good leaders ensure their employees have solid competence, strong character and represent the organization’s culture...leaders have the power to light or extinguish the cultural flame of an organization. This is quite a responsibility and one not to be taken lightly. But in order for our industry to continue down its path towards doubling annual tourism revenues by 2020, the leaders of our industry must embrace their role, demonstrate unwavering commitment to our vision and steer everyone towards it. Now is the time for definitive action

Minister Terry French announces the industry achievement of reaching a billion dollars in tourism spending!


Get to know the newest members of HNL’s Board of Directors For a full listing of the Board, please visit

Jennifer Davis

Where do you work and what is your position? General Manager, Newfoundland Experience Heritage Inns & Dining, Trinity & Carbonear. Where did you grow up? I lived in several communities in my early years including Grand Falls & St. John’s, but I call Trinity home. Favorite movie and why? Dr. Zhivago is my favourite movie because it initiated my fascination with Russian society & culture and I’m a sucker for a good love story! What was your first job? Cleaning bathrooms, making beds and serving meals in the family inn - $10 per week. What is the biggest issue you feel the tourism industry needs to focus on? Strategic collaboration amongst all tourism stakeholders to provide the best possible tourism product for our visitors. What is your favorite thing about NL?  The people – the landscape is unbelievably stunning but I believe our people and culture make this place truly unforgettable. What is the best thing about being involved with HNL? Working with dedicated tourism professionals to grow and move our industry forward.

Connie Rose

Where do you work and what is your position? Manager, Glynmill Inn, Corner Brook. Where did you grow up? Corner Brook. Favorite movie and why? Lion King, it pulled at the heart strings, ha, ha..., a great movie for all ages! What was your first job? Room Attendant at the Glynmill Inn. What is the biggest issue you feel the tourism industry needs to focus on? Industry Budget cuts! What is your favorite thing about NL? It’s natural beauty. What is the best thing about being involved with HNL? As a new board member it is an opportunity for me to gain knowledge and experience through working with other industry leaders towards the common goal of achieving and exceeding the tourism vision set forth for 2020.

Juanita Brake

Where do you work and what is your position? General Manager, The Mamateek Inn, Corner Brook. Where did you grow up? Corner Brook. Favorite movie and why? Funny Girl (that’s probably dating myself) and Les Miserables - I thoroughly enjoy a good musical. What was your first job? Florist employed by Humber Nurseries Ltd., Corner Brook. What is the biggest issue you feel the tourism industry needs to focus on? We are doing a great job advertising but I feel we can never have too much exposure. I recently boarded a plane and the first ad featured NL. It was stunning and it gave me such a sense of pride to know that I was able to raise my family, live, and work in NL. What is your favorite thing about NL? My favorite thing has to be the people. We are friendly, hospitable people who embrace life. What is the best thing about being involved with HNL? Having a voice towards shaping tourism for the future. I feel privileged to have been a member for twenty years and I am excited by the appointment to the Board and look forward to working with everyone!

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Spring 2013

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Dear Industry Stakeholders: In 2009, industry and government launched a tourism vision for this Province. The vision, appropriately called Uncommon Potential, was the start of a new era in collaboration with a strong action plan defining a clear direction to meet our goal of achieving $1. 6 billion in tourism spending by 2020. The recent announcement of a billion dollars in tourism spending at the Hospitality Newfoundland and Labrador Conference is proof that we are well on our way to achieving that goal. We have worked hard together to align our marketing and product development efforts in all parts of the province, and the Destination Management Organizations are playing a vital role in the regions to assist industry with reaching its potential. I realize that the $9 million allocated for tourism marketing in Budget 2013-14 involves a substantial reduction, and that is disappointing for the tourism industry. We are all very proud of the “Find Yourself� Campaign and the success it has brought this Province. Unfortunately, fiscal realities dictated that we had to reduce spending in this area for fiscal 2013-14. Despite the reduction in the marketing budget this year, we are committed to continuing to work with the industry through the Tourism Board to make the vision a reality. That commitment has not wavered. Since 2006, we have dedicated over $94 million in marketing funds to develop the tourism brand and get the message to the marketplace. We have one of the strongest and most recognizable tourism brands in Canada. We will work hard to ensure that we have the best plan possible to continue to build on that success. I feel strongly that working in collaboration through the Tourism Board, we will stay on track to achieve our goals. Yours in tourism,

Honourable Terry French Minister of Tourism, Culture and Recreation

Training for the Cultural Tourism Industry throughout Atlantic Canada. Upcoming courses: · The Business of Food Online – Starts April 15, 2013 · Culinary Tourism and the Arts – May 5 – 8, 2013

Spring 2013

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Celebrate Tourism Week in Canada from June 10-16 in Newfoundland and Labrador. Ambassadors have been selected from a wide range of areas such as the arts, broadcasting, entertainment, business and education. The deadline to submit nominations is May 15, 2013. More details about the Tourism Luncheon and Ambassador of Hospitality Award will be available soon! For more information about Tourism Week and its activities, please contact Krista Sweetland at or 709-722-2000 ext. 235.

Tourism in Newfoundland and Labrador is a thriving, sustainable industry that has developed into an important economic enabler for all areas of the province, generating over a billion dollars annually and, over $78 billion every year nationally. Tourism embodies all that is special about Newfoundland and Labrador: our people, our place and our potential. Now, more than ever, is a time to highlight and celebrate the importance of Canada’s tourism industry to our economy. To celebrate Tourism Week and to recognize the contribution tourism makes economically and socially to the province, Hospitality Newfoundland and Labrador will be hosting the annual Tourism Luncheon. During the luncheon, HNL will present the Ambassador of Hospitality Award. This award, given annually, recognizes individuals or groups who, through their careers, private lives or volunteer work, show dedication to the promotion and development of the tourism industry

BIG ERICS INC. 99 Blackmarsh Road P.O. Box 6090 St. John’s, NL A1C 5X8 TEL: 709-579-2151 FAX: 709-576-6866


Spring 2013

Tourism Week is a national initiative that highlights the impact of travel and tourism in Canada and raises the sector’s profile with policymakers from coast to coast. Throughout the week, tourism organizations, businesses and other partners will organize and engage in a wide variety of local and regional activities and events that showcase the economic impact and social benefits of Canada’s tourism sector for the media, the general public and all three levels of government. It also provides a heightened opportunity to promote tourism products and services ahead of the summer season.



Spring 2013

HNL’s 2013 Annual Conference and Trade Show focused on empowering delegates with the skills and knowledge required to be Leaders of Quality. Following the event, HNL surveyed attendees and the results are in…the event was a resounding success with 90% indicating the conference portion met or exceeded their expectations!   Some interesting results and feedback from the anonymous survey include: • The most important role of HNL’s Conference and Trade Show is: - To provide an opportunity for delegates to learn from sessions and speakers - Provide a venue in which delegates can network and get to know one another • Suggestions for future improvements included to add topics such as emerging social and technological trends and their impact and applications on tourism as well as a culinary piece • 80% of attendees felt the trade show portion met or exceeded their expectations • 87.5% of respondents prefer the conference be held on Wednesday, Thursday and Friday


Some of the comments from delegates included: “Very informative, lots of topics to suit all stakeholders of various business sizes.” “Great night, loved the Geo Centre. Good turnout. Excellent transportation arrangements.”    “Jim Knight was amazing. In the future, if possible, allow more time for high profile attendees such as this.”

Hospitality Tourism Management students from College of the North Atlantic attend the Awards Gala

Peter Laracy accepts the Cultural Tourism Award on behalf of Cupids Legacy Centre from Darlene Thomas and Minister French

Yum! Great food during Thursday Fun Night at the Johnson Geo Centre

Reg Wright of the Gander International Airport Authority accepts the Corporate Partner of the Year Award from HNL’s Darlene Thomas

Gordon Slade was the winner of the John Atkins & Co. Tourism Champion of the Year Award

Dennis Hogan speaks to delegates about the Labour Market Outlook

Stan Cook Jr accepts the Doug Wheeler Award from Minister French and HNL Chair, Darlene Thomas

Ocean Delight Cottages wins the H. Clayton Sparkes Accommodator of the Year Award presented by Steve and Bruce Sparkes

HNL’s original leaders, Steve Sparkes & Bud Vincent

Wayne Broomfield of Nunatsiavut Solutions accepts the Sustainable Tourism Award from Carol Sheedy, Parks Canada

Bonavista Social Club accepts the Restaurateur of the Year Award from Andrea Maunder, Past President RANL

Dion Finlay of the Bed & Breakfast Association presents the PRIDE Award to Wayne & Ruth Hallett of the Prints of Whales Inn

The Norman Parsons Memorial Award was presented to Fishing Point B&B by Dion Finlay of the B&B Association

Deborah Bourden & Wilma Hartman of the Anchor Inn Hotel & Suites accept the Maxxim Vacations Tourism Business of the Year Award from Jill Curran

Spring 2013

Delegates network in the Trade Show Area


Newfoundland & Labrador Tourism Board Update Submitted by Lisa McDonald, Manager, Newfoundland and Labrador Tourism Board Uncommon Potential: A Vision for Newfoundland and Labrador was released in 2009 with a goal of doubling annual tourism revenues to $1.6B by 2020. Reaching this tourism spending goal is directly related to achieving the objectives in each of the strategic areas in Vision 2020. Since 2009, a number of advancements have been made in an effort to realize Vision 2020’s goal. To this end, the Newfoundland and Labrador Tourism Board presented its first annual report and evaluation of Vision 2020 at HNL’s recent Annual Conference and Trade Show in St. John’s. This annual “report card” provides highlights of progress in each of the strategic directions, both in quantitative and qualitative terms. The report is based primarily on the results achieved during the period 2009 to 2011, the first three years of the Tourism Vision implementation, and reflects the accomplishments of all stakeholders during that period. The purpose of the report is to track our progress as we implement the seven Strategic Directions of the Tourism Vision as well as to identify challenges and barriers impacting our success. Some of the key highlights from the report and accomplishments made in the reporting period include:

Strategic Direction #1: Private Public Leadership

• The establishment of the Newfoundland and Labrador Tourism Board. The Tourism Board’s role is to advise on the strategic implementation of Vision 2020. Specifically, the Board oversees the tourism industry’s collective commitment to the seven Strategic Directions identified through Vision 2020, while the partners work together to implement the programs and processes that will make the Vision a reality. The Board is comprised of representatives from HNL, each of the five Destination Management Organizations and the provincial and federal government. • The development of a 3-yr Tourism Vision implementation and action plan. The plan outlines actions, priorities and investments recommended by the NL Tourism Board. • The re-organization of the tourism industry; specifically the re-alignment and re-focusing of the Destination Management Organizations (DMOs) and establishment of the Eastern DMO. Recognizing that a lack of coordination between the DMOs and other tourism partner organizations was resulting in unnecessary duplication of resources and lost opportunities, the Board recommended evolving their mandate and restructuring their operations to help them transform from marketing to management organizations. In consultation with tourism operators in the Eastern Region, the Board further agreed with the formation of an Eastern Destination Management Organization (EDMO). It was established in the fall of 2011. A solid financing structure was put in place along with assistance and support to align and coordinate the DMOs product development and marketing activities.

Spring 2013

Strategic Direction #4: Product Development


• The development of a Tourism Assurance Plan (TAP). Currently, the Tourism Board is leading the effort to elevate the quality of tourism services and attractions available in the province. TAP involves five common minimum standards that are aimed at promoting tourism organizations that provide quality travel experiences and assist tourism services and attractions improve the way they operate. By May 2014, these standards must be met in order for tourism services and attractions to participate in provincial marketing and partnership initiatives, qualify for membership in HNL and participate in partnership/membership activities with regional DMOs.

• The delivery of a Market Readiness pilot project. Twenty tourism operators in the Central Region were given an opportunity to participate in a pilot market readiness initiative aimed at improving their competitiveness. The pilot provided an evaluation, analysis and support framework for tourism operators to increase their service standards in two phases: Business Retention and Expansion Diagnostics; and Accelerated Market Readiness Evaluation and Mentoring Support. • The identification and need for a provincial Destination Development Plan. The Tourism Board partner organizations have identified the need to embark on a provincial destination development process and plan that will provide a comprehensive inventory of tourism assets and identify priorities to improve tourism products and help develop areas into successful tourism destinations. As the journey to implement the tasks and activities of the Tourism Vision continues, the tourism sector and all its stakeholders should be proud of its accomplishments during a challenging start-up phase. As all stakeholders settle into their new roles and tackle their responsibilities, a solid foundation has been laid over the past three years that will ensure our ability to grow tourism as an economic engine in all regions of the province.

For a full copy of the Tourism Vision annual report please visit

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Research Corner Submitted by: The Tourism Research Division of the Department of Tourism, Culture and Recreation

2011 Provincial Visitor Exit Survey

Visitation It is estimated that 158,456 non-resident parties travelling through the four exit points visited the province between May and October. Over three-quarters (79%) of non-resident parties came by air while 21% travelled by automobile. Visitor Origin The province’s major travel source markets remain Ontario where 35% of visiting travel parties originated and the Maritimes which represented 27% of visiting parties. Together, these two regions account for over 60% of all visitors. In terms of other markets, Quebec represented 5% of non-resident parties while 20% of visitors arrived from provinces west of Ontario and the territories (referred to as Other Canada). Nine percent of parties travelled from the US while 4% were from other countries. Visitors from Ontario, Other Canada and Other Countries were more likely to travel to the province by air while visitors from the Maritimes and the US preferred travelling by automobile. Purpose At 34%, the largest proportion of non-residents continues to visit the province for leisure purposes. Almost as many - 31% - came to visit friends and relatives (VFR). Twenty-seven percent came for business reasons and 5% to attend conventions or conferences. Three percent of non-residents indicated they came for some other reason. It is noteworthy that since the last time the province conducted an exit survey (2003/04), there has been a significant increase in business travel to the province. Vacation travellers as well as travellers visiting friends and relatives are more likely to travel by automobile while business and convention travellers prefer to travel by air. 2011 Non-Resident Parties By Main Reason for Trip (% Parties – May to October)

At 46%, parties from the US were the most likely to travel for vacation while travellers from Other Canada had the highest proportion of VFR visitors (43%). Almost as many parties from Other Countries travelled for business as travelled for vacation while half of Quebecers visited for business purposes. More Maritimers came to the province for business (45%) than did for any other purpose. Party Size and Composition Overall, the average party size was 1.8 individuals. At 1.7, the average party size of air travellers is noticeably lower than that of auto parties at 2.3. Also, at 1.4 individuals per party, the average business party size is considerably lower than that of travellers for any other purpose. The average party size was highest among VFR visitors who travelled by auto (2.4). At 1.9, visitors from Ontario and Other Canada travelled in notably larger travel parties than travellers from other regions. Overall, close to half of all non-resident visitors travelled alone (46%), with business travellers being the most likely to do so at 72%. Representing a large proportion of business travellers, it is no surprise that over half of Quebecers and Maritimers travelled alone. Over a quarter of travel parties consisted of couple(s) with no children (27%) – almost twice as many parties who travelled with other family members (14%). Vacation travellers (45%) were the most likely to travel as couple(s) with no children while more than a quarter (27%) of VFR visitors also travelled that way. Length of Stay During May to October 2011, non-residents stayed, on average, 10.4 nights in the province. The length of stay varied greatly depending on the purpose of the trip, ranging from 5.3 nights for convention visitors, to 7.1 nights for business visitors, to 11.9 nights for VFR and 12.2 nights for parties visiting for vacation. Regardless of purpose, auto travellers stay longer than air travellers. It is noteworthy that since the province’s last exit survey (2003/04), vacation travellers in 2011 stayed more than one night longer while VFR travellers shortened their stays by 2 full nights. Other Findings • Vacation travellers are the highest yield visitors while parties visiting friends and relatives spent the least. Vacation travel parties spent an average of $2,573 during the peak season. This compares to $1,214 for VFR and $1,528 for business travel parties. • Houses of relatives and hotels/motels were the top accommodation choices of travellers, with 28% and 26% of travel party nights respectively spent there. As well, 52% of travel party nights overall where spent in paid accommodations. • St. John’s, Gros Morne (Economic Zone 7), Gander/Twillingate (Zone 14) and Clarenville/Bonavista Peninsula (Zone 15) were the most popular areas of the province visited by non-residents. • Scenic touring, pleasure walking in communities, visiting a national or provincial park and trail hiking were the most popular outdoor activities non-residents engaged in during their visits. National and provincial historic sites, lighthouses and museums/archives were the most visited attractions. Craft/gift shops were highly frequented by non-residents where they spent an estimated $11.6 million on locally produced products as well as other souvenirs. For further information on exit survey results, please check out the postings under Provincial Visitor Exit Survey on our website at http://

Spring 2013

The 2011 Exit Survey served to update and enhance existing historical information on non-resident visitors to this Province. The program was undertaken to improve annual estimates of visitation and expenditure as well as to update visitor characteristics. Interviews were conducted with individuals leaving the province through four major exit points - Port Aux Basques, Argentia, St. John’s and Deer Lake. Overall, a total of 17,279 interviews were conducted with non-residents exiting the Province and 4,083 questionnaires were returned. This Research Corner edition provides highlights of exit survey findings for the peak travel season May to October.


From The Regions Submitted by: Rhonda Hutton Director of Marketing Destination St. John’s

On The Right Track

I thoroughly enjoyed the HNL Conference especially the learning component. The sessions were informative and inspirational. I will take this opportunity to share some nuggets from the conference that reminded me that we live in a Province that has the assets and the experiences that are trending around the world, and that reinforced that the work DMOs are doing is relevant to building a sustainable tourism industry. Jim Knight spoke of “The Experience Economy.” “Great, sustainable brands create memorable experiences,” and more than ever, customer expectations revolve around price vs. value. “Brands must differentiate themselves from the rest to survive & thrive.” The provincial ad campaign, “Find Yourself” has laid the groundwork. The Newfoundland and Labrador brand is undeniably about creating a memorable experience by using the natural and built assets of the province and that set us apart from our competition. Now it is up to industry to do our part. We need the traveller to trust in our product and make it easy for them to purchase our experiences. What are we doing? We are providing a platform for industry to market your product through the Provincial Packaging Program and we have just rolled out stage one of the Tourism Assurance Plan. Through these programs we are pushing the path to purchase and creating an environment that creates exceptional product. Eve Gutsche reported that “Food tourism is one of the fastest growing sectors for the discerning traveler… has become an indispensable element in order to get to know the culture and lifestyle of a territory.” “The impact of social media continues to grow. People rely heavily on those they know and opinions of those they don’t. Trip Advisor, Facebook, Twitter – all impact how we make decisions related to travel.” These comments are timely. Chefs and restaurateurs are more than ever embracing the bounty of natural ingredients of this province and creating award winning culinary experiences. But there is room to grow. I’ll end on the Social Media platform. As Jim Knight pointed out, “resistance is futile. “ Join us so you are not left behind. We can help. For more information on any of DSJ services and how to market your product contact me.

Submitted by: Janice Goudie Manager of Travel Trade & Media Relations Adventure Central Newfoundland

Spring 2013

Food focus of winter festival in Central


Roasted elephant garlic veloute with duck confit, mini chicken fried steak with horseradish Chantilly cream, seared loin of cod with tomato, caper and lemon sauce. Those were just some of the culinary delights served at the 2nd Annual Mid Winter Bivver held March 1-3 in Grand Falls-Windsor. Chef Roary MacPherson and the Senior Newfoundland Culinary Team were the host chefs for the weekend, and they hinged their menus

Submitted by: Kathi Stacey, Executive Director Eastern Destination Management Organization

Geotourism Mapguide Launches in Spring

2013 will be a year of progress for EDMO. The year began with the organization’s second AGM, where a new board was ushered in. New faces have brought their own tourism passion to the board, complementing the members that will continue to represent the destination. EDMO joined the NL delegation at consumer travel shows for its second year. The EDMO represented its members and region at the Boston Globe Travel Show and the Ottawa Travel and Vacation show, promoting awareness of the region’s products and trip-planning with individuals who are excited to visit the province in the next year. Throughout the coming months, EDMO staff will be working diligently with its partners during the launch of the Tourism Assurance Plan (TAP) and Destination Development Plan (DDP). Staff are already assisting members with the TAP, and response has been positive to this new set of industry-wide standards. Also, the DDP is scheduled to be implemented in the Eastern region first, as it makes its way across NL. Our members are incredibly excited about this initiative as the DDP will highlight the significant assets of the region as a destination of choice for the visitor. At the end of April, the NL Geotourism Stewardship Council, of which EDMO is part, and National Geographic will be officially launching the Eastern Newfoundland Geotourism Mapguide. Over the past year and a half, the project has solicited nominations of geotourism product from around the region. As one of twenty sites on earth selected by National Geographic as a geotourism destination, this project will help the visitor establish a deeper connection with our place and our people. This project is the result of hard work spearheaded by the Canadian Parks and Wilderness Society, along with its partners the Department of Tourism, Culture, and Recreation, Parks Canada, and the City of St. John’s, as well as private operators in the region. Visit for info. And finally, EDMO will be launching its new brand persona in the coming months. We have heard from our membership, and we will be launching a new name, logo, identity, and membership website very shortly.

on Central Newfoundland products such as Bay D’Espoir Trout, Point Leamington pork and wild rabbits from Carmanville, each of which were served at a variety of venues throughout the weekend. To add to the flavour, all five courses at the Forager’s Feast on Saturday night were paired with a selection of wines from Auk Island Winery in Twillingate. Not only did these berry wines perfectly complement the meal, but guests were also treated to the winery’s newest product – a jelly made from their Krooked Cod wine that will be available for resale this summer. But it’s not just the high end food that made the event a huge hit. It was the combination of culinary mixed with the outdoor adventures of snowmobiling that had everyone asking for next year’s dates. And the $10,500 raised this year for the local snowmobile club will certainly ensure that the 3rd Annual Mid Winter Bivver will be just as big a success.

Submitted by: Randy Letto Executive Director Destination Labrador

Partnerships and Champions

Feedback from Labrador tourism industry stakeholders indicate that the tourism industry in Labrador is poised for substantial long-term growth while at the same time enjoying the benefits of a burgeoning and vibrant resource-based economy. Long-term planning and product innovation however requires hard work, attention to changing consumer trends and most importantly industry engagement and innovation. Success will no doubt result from strategic marketing partnerships and supporting the champions of our industry. At its Dec 2012 AGM and stakeholder consultation session in Red Bay, Destination Labrador released its Annual Report highlighting the progress of numerous stakeholder development initiatives, destination marketing activities and the financial support of its marketing partners. There were presentations on the new provincial Tourism Assurance Plan and an update on progress towards creating a new destination development plan for Labrador.

Submitted by: Mark Lamswood Executive Director Go Western Newfoundland

Woo’ing and Ski-Doo’ing - Long May Our Spring Jib Draw! Wow! We were at it again this winter, wooing visitors from near and far. With the winter season in Western Newfoundland drawing to a close, we focus our attention towards a series of spring offerings. But before we do, here are some of our recent winter highlights. Here’s a taste of who darkened our wintery door in Western Newfoundland these past few months.

The annual 2013 edition of SnowWest continued its growth and saw programming extend into Stephenville and Cow Head. Snowmobiling in Western Newfoundland is reaching new heights and saw all kinds of momentum this winter including: a banner year for Newfoundland and Labrador Snowmobile Federation trail pass stickers from western distributors, SnowWest programming, NLSF’s Rendez-Vous 2013 event located in the Hub of Snowmobiling – Deer Lake, and visiting journalists from took their first ride on a snowmobile near the Lewis Hills. Back country riding clinics were hosted by one of the Western DMO’s newest members - Rugged Edge - along with host partners Mountain

Destination Labrador also launched the 2013 marketing opportunities guide and immediately began to work one-on-one with all marketing partners to establish their 2013 marketing plans. The positive feedback and industry response has been very encouraging. Operators have also been reporting higher than average accommodation occupancy levels, increased passenger ferry movements and airport passenger arrivals. All of this begs the question, are the tourism assets and travel experiences in place to maximize on the recent growth and long-term potential? Rest assured the staff and Board of Destination Labrador are ready to support tourism partners in creating new travel experiences and to broaden existing product offers to consumers. Some champions who have delivered in a big way for the upcoming season are: • new snow sailing and kayaking product from White Bear Adventures (Goose Bay) • the purchase of a 15 pax tour bus by Labrador Adventures (Forteau) and resulting new tour packages • new outdoor adventure product from Labrador Salmon Lodge (Forteau) • new dog sledding product by Northern Lights Kennel (Goose Bay); and • Nunatsiavut Solutions, operators of the Torngat Mountains Base Camp & Research Station on winning the 2013 provincial Tourism Sustainability Award! We can play a role in helping partners realize the potential for tourism development in Labrador and grow the tourism industry. Get involved and engaged with Destination Labrador.

Western DMO staff and Rugged Edge play host to journalists from during Snow West 2013 – NLSF groomed trails near the Lewis Hills.

Skillz and Boondockers Magazine. At the time of writing, the Western DMO is preparing for a FAM visit from Canadian Geographic as they’re interested in immersing themselves in Western’s late winter playground. Winter in a nutshell...again, the tip of the iceberg. Speaking of icebergs, there have already been a number of great whites floating around the shores of our Great Northern Peninsula. We’ve already posted a few pics for our Go Western Newfoundland Facebook fans and Twitter followers. Spring is in the coastal air so it’s a perfect time to remind everyone of our Western DMO-sponsored spring series of offerings: • Trails, Tales and Tunes Festival 2013 (May 17-26 , • Feather & Folk Festival 2013 (May 31-June 9, • Iceberg Festival 2013 (June 7-16,

Many of the Mid Winter Bivver participants got into the full spirit of the festival.

For more information on any of these festivals and events in Western Newfoundland, please contact the Western DMO office direct at (709) 639-4787 or e-mail Brittany Taylor at brittany@gowesternnewfoundland. com.

Spring 2013

This suite of spring programming continues to engage locals and draw resident and non-resident visitation from other parts of the province, Atlantic Canada and beyond. Keep an eye on these sites for updates and make your spring getaway happen. Hope to see you there!


Saying Farewell to a Tourism Leader

Mary Taylor-Ash

Hospitality Newfoundland and Labrador has had the tremendous fortune of working with some very special people whose passion and talent for the tourism industry are second to none. People whose efforts and determination have helped shape the tourism industry into the billion dollar economic generator it is today. One of those people is Mary Taylor-Ash. Born and raised in Woody Point, a community whose identity is intrinsically tied to the tourism industry, Mary built a career in the tourism industry. After many years of working in senior roles in HNL and private industry, Mary was appointed to the role of Assistant Deputy Minister (Tourism), Department of Tourism, Culture and Recreation in May 2006. She helped forge the creation of Uncommon Potential: A Vision for Newfoundland and Labrador Tourism, the establishment of the Newfoundland and Labrador Tourism Board, the realignment of DMOs, the Tourism Assurance Plan...the list goes on. Common to all these achievements is the demonstration of her passion and determination for the tourism industry in Newfoundland and Labrador to realize its full potential. Albert Einstein said, “Setting an example is not the main means of influencing another, it is the only means”. Mary’s influence can be felt in every corner of Newfoundland and Labrador and has contributed to the sustainable development of vibrant communities. Her passion is relentless and her talent will surely be missed. Our loss is Saskatchewan’s gain.

Spring 2013

Good luck, Mary, as you begin your new career as Executive Director, Marketing and Communications with Tourism Saskatchewan!


New Members

HNL Board of Directors Darlene Thomas Chair Rex Avery Vice-Chair Dion Finlay Secretary/Treasurer and Bed & Breakfast Association Peter Antle Director Juanita Brake Director Annette Parsons Director Connie Rose Director Todd Warren Director Jennifer Davis Restaurant Association Greg Flemming Hotel/Motel Association (Full board contact information available at

Staff Listing Carol-Ann Gilliard Juanita Ford

Chief Executive Officer Manager, Workforce and Industry Development

Leslie Rossiter Manager, Policy and Communications Craig Foley Karen So

Manager, Technology Accountant

Susan Greene Membership Coordinator Krista Sweetland

Workforce Development Coordinator

Melissa Ennis

Workforce Development Coordinator

Scott Penney Training Coordinator Lisa McDonald

Tourism Board Manager

Head Office 71 Goldstone Street (Suite 102) St. John’s, NL A1B 5C3 Tel: (709) 722-2000 Toll Free: 1-800-563-0700 Tourism Times is printed four times per year

Desktop Layout Image 4 Digital Printing & Design Inc. 1170 Topsail Road, Mount Pearl, NL A1N 5E8 T: 709-747-3850 E: W:

For all the latest up-to-date information and news, please visit Updated daily!

Work Global Canada Inc. 10 Pippy Place St. John’s, NL A1B 3X3 Contact: Wanda Cuff-Young 709-700-1983

Eagles Cliffe Cottages General Delivery Tickle Cove, Bonavista Bay, NL A0C 2R0 Contact: Joanna McDonald 1-855-466-2204 The Old Salt Box Co. RR1 Port Carling, ON P0B 1J0 Contact: Janet Denstedt 709-658-7392

Town of Torbay P.O. Box 1160 Torbay, NL A1K 1K4 Contact: Ross Houlihan 709-437-6532

Waypoints Employment and Outreach Services 145 Lemarchant Road P.O. Box 632 St. John’s, NL A1C 5K8 Contact: Kim Buckingham 709-738-3392

Broad Reach Strategies Limited 13 Lynwood Drive Halifax, NS B3M 1Y8 Contact: Marsha Pond 902-478-7594

Coffee Matters 4 Emberly Place Mount Pearl, NL A1N 3E3 Contact: Scott Hillyer 709-697-4186 com

Fine Food Factory 75 Della Drive St. John’s, NL A1S 1B7 Contact: Melany Otis 709-770-7203

Alpine Development Alliance Corporation (White Hills Ski Resort) 100 White Hills Road Clarenville, NL A5A 2B3 Contact: Carmel Smith 1-877-466-4559

Tylerica Reservations – Online Reservation Software 37 Piper Street St. John’s, NL A1A 0C2 Contact: Ash Rowbottom 709-690-1082

Humber Valley Potato Company Inc. 26 Reids Lane Deer Lake, NL A8A 2A2 Contact: Michael Campbell 709-635-2386 http:// www.humbervalleypotato. com

TC Media 430 Topsail Road PO Box 86 St. John’s, NL A1E 4N1 Contact: Todd Foote 709-364-6300 Conach Consulting Inc. 18 Freshwater Road St. John’s, NL A1C 2N2 Contact: Terry Hickey 709-782-2180 Holiday Inn Express Deer Lake 38 Bennett Avenue Deer Lake, NL A8A 1A9 Contact: Roseann White 709-635-3232 Kildare Inn 70 Memorial Drive Clarenville, NL A5A 1N4 Contact: Kim Drover 709-433-3030 Rifflin Hitch Lodge Eagle Run, Labrador Contact: Gudrid (Gudie) Hutchings 709-640-2414 Frenchshore Tours Inc 211A Lemarchant Road St. John’s, NL A1C 2H5 Contact: Pascal Daireaux 709-769-0905 http:// Canadian Hospitality Group Inc. 11 Glen Cameron Road Unit 6 Thornhill, ON L3T 4N3 Contact: Kash Joshi 855-937-0601

Stay connected with HNL at: Hospitality Newfoundland and Labrador (HNL), the provincial Tourism Industry Association, is focused on advocacy, education, the adaptation of innovative technology and the promotion of a strong member network. Through forward thinking and fostering the growth of its members, HNL continues to be the leader of the tourism industry in the province. For information on membership, please contact

Hospitality Newfoundland and Labrador is supported by the tourism industry and

Spring 2013

Tourism Times is a quarterly publication of Hospitality Newfoundland and Labrador (HNL). Opinions expressed by contributers and advertisers do not necessarily represent those of HNL.

Business Development Bank of Canada 215 Water Street P.O. Box 502, Station C St. John’s, NL A1C 5K4 Contact: Mike Green 709-772-8642


Hospitality Newfoundland and Labrador (HNL) is the tourism industry association representing tourism services and attractions from bays, coves and harbours all over the province. Since 1983, HNL has been leading the advancement of the tourism industry in Newfoundland and Labrador. There have been many accomplishments, but crossing the 30 year milestone wearing a billion dollar banner ranks right up there! This accomplishment is an indication that the collective vision for tourism is on the right path forward and, most importantly, achievable. Tourism is definitely a team effort and everyone who plays a role in the tourism industry should celebrate this significant milestone. Speaking of achievements, HNL is pleased to present the winners of the 2013 Tourism Excellence Awards. These individuals and organizations are some of the most passionate, dedicated and respected leaders in the more round of applause, please!

H. Clayton Sparkes Accommodator of the Year Award Ocean Delight Cottages Whiteway, NL

Sponsored by

John Atkins & Co. Tourism Champion of the Year Award Gordon Slade

Sponsored by

Cal LeGrow Innovator of the Year Award Newfoundland Chocolate Company St. John’s, NL

Sponsored by

Maxxim Vacations Tourism Business of the Year Award Anchor Inn Hotel and Suites Twillingate, NL

Sponsored by

Corporate Partner of the Year Award Gander International Airport Authority Gander, NL

Presented by

Doug Wheeler Award Stan Cook Jr.

Presented by

Cultural Tourism Award Cupids Legacy Centre Cupids, NL


Presented by

Sustainable Tourism Award Nunatsiavut Solutions Operators of the Torngat Mountains Base Camp & Research Station

Presented by

Restaurateur of the Year Award Bonavista Social Club Upper Amherst Cove, NL

Presented by

Norman Parsons Memorial Award Fishing Point Bed and Breakfast, St. Anthony, NL PRIDE Award Prints of Whales Inn, Sandringham, NL

Presented by

Tourism Times Spring 2013  

Newsletter of the tourism industry association of NL

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